MEJO 137 Ad Exam Latest 2023 Graded A

MEJO 137 Ad Exam Latest 2023 Graded A Factors of marketing (4 Ps) Product What you are providing Price Money you ask for product Place Stores, distribution channel Promotion Advertising, PR, personal selling, corporate communications, direct marketing communications Information processing theory AIDA model Model of how individuals process info they are exposed to in order The linear of "transportation" model which is based on a logical and rational process AIDA based on assumption that people are rational Attention-interest-desire-action Have to get one to follow to the next Problem: people are always not rational; are influenced by emotion With new media, people can skip steps Attention, interest, desire action Sequential--need one to get the other How individuals are expected to process info Traditional meaning of AIDA--can't skip the linear process Information processing theory ELM (elaboration likelihood model) Dual route but multiprocess theory Dual routes (central v peripheral) refer to attitude change that are based on diff degree of effortful info processing activities Central route Relatively extensive and effortful info processing aimed at scrutinizing and uncovering central merits of the issue Memory lasts longer Analytical and motivated High effort elaborate, agree, counter argue Strong arguments cause enduring agreement Peripheral route Less effortful info processing influence by internal or external factors not associated with the core of the issue such as visual cues or celebrity Easier to forget, easier to process High v low involvement High involvement consumer About to purchase Highly interested, etc Scrutinizing the product relevant information presented in an ad Favorable attitude toward cogent and persuasive message Unfavorable attitude to ward weak and specious info Central route High v low involvement Low involvement consumer Not planned purchase Not expending the effort required to think about the product relevant arguments Focusing on attractiveness or prestige of product's endorser FCB model Thinking v feeling with involvement Axis of high involvement and low involvement with thinking and feeling High involvement and thinking Expensive, commitment products Ex. cars, homes Use two sides argument, use strongest argument last Learn → feel → do High involvement and feeling Appearance products Ex. jewelry, makeup Psychological appeal Feel → learn → do Low involvement and thinking Habitual products Ex. groceries, cleaning products Responsive appeals Do → learn → feel Low involvement and feeling Impulse, self satisfaction products Cigarettes, liquor Do → feel → learn First step is important bc it gets their attention hypodermic needle The media (needle) injects the message into the audience's mind (PPT slide) magic bullet The media (magic gun) fires message directly into audience's head without their knowledge. Message causes instant reaction from audience without hesitation account planner Conducting research Market analysis Strategic backup Building strategies account manager Aka account executive, AE Client relationship Project management Planning and coordination Good relationship w company is very important Whole AD development process positioning strategy Internal Within brand BMW positioning strategy External Positioning based on your competition Ex. apple launching commercial Competing w IBM positioning strategy Repositioning Already exists, needs reimaging Old Spice Strategic planning key factors Product Market assessment, source of business, competitive evaluation, market objective Client brief is created by client Given to agents to prepare pitch creative brief made by strategists, Plan for what they want to do for the ad Target info, competitors, etc Account planner Conducting research Market analysis Strategic backup Building strategies Factors of marketing (4 Ps) Product What you are providing Price Money you ask for product Place Stores, distribution channel Promotion Advertising, PR, personal selling, corporate communications, direct marketing communications Essentials of ad Paid → lower budget You can control your message Mass mediated → appropriate target media Persuasive → clear and consistent message Roles of advertising Building positive brand attitude Increasing consumers' engagement Influencing sales volume But it's not always for sales ex. Can be image Advertising does not equal sales Web 2.0 media circumstance (interactive communication, direct and fast communication, active reactor) What are the two communication strategies in marketing communication process? Brand awareness strategy and brand attitude strategy Brand awareness: recognition and recall Brand attitude: building favorable brand relationship Marketing communication process (5 steps) Selecting target audience Understanding target audience decision making High or low involvement product can change decision making Determining the best positioning Developing a communication strategy Setting media strategy Difference between purchaser and influencer Influencer persuades purchaser to spend money Often are the same person (ex. I influence myself to buy candy) OR daughter influences you to buy her candy Low involvement products Decision making is short High involvement product Ex. car Get info, get reputation, etc Link between brand and category need = brand awareness Link between brand and benefit = brand attitude Ad tracking To measure effectiveness of ad campaign Survey before and after campaign Data like brand awareness, attitude, etc Collectivism is a high context culture Direct communication is with low context Low context culture means they are using cultural reference in communication Ex. i don't like you, I'll say it High context culture Ex. I don't like you so I'll make up an excuse to leave high=eastern low=western IMC Integrated marketing communication Process of using wide range of communication tools working together to create widespread brand exposure Know relationship between IMC and Target audience relationship Main theme Brand personality framework Sincerity Excitement Competence Sophistication Ruggedness Want to humanize/personify products Need to study this and the roles and dimensions of it Based off big 5 personality for US Ex. apple's commercial I'm a Mac and I'm a PC Congruency effect Congruency effect Customers are more likely to purchase a brand that has the same personality as themselves Halo effect: bias shown by customers toward certain products because of a favorable experience with other products made by the same manufacturer or maker Long history in marketing (since 1930 in King Kullen case) What is most common method to confirm ad creativity? Focus group interview One of the most common forms of qualitative research Exploring reactions to alternative ad messages and approaches 6-12 interviewees Role of moderator is v important What is TTL (Through the line) Use ATL and BTL in integrated way ATL traditional mass media If a media generation commission payment to agency, regarded as ATL BTL nontraditional ad media (direct mail, sales propmotion, etc) BTL generates no agency commission IMC places brand at center of strategy rather than on periphery as afterthought STUDY Message learning theory _______ says the more people learn and remember from and ad, more persuasive the ad will be What is STP marketing model Segment, target, position One of the positioning models Horizontal integration: ways in which diff business elements communicate values to consumers and stakeholders Ex. retail and design are important for brand but need to be together Vertical integration: need for communication strategy to be integrated from the brand and product/market level to the business and corporate level Integral integration: internal marketing communications function and the distribution of the same themes and values to employees for communication to stakeholders External integration: integration by medium and theme of all advertising and promotional communications that end users and other stakeholders use Most discussed in this book